SPATA (Swimming Pool and Allied Trades Association) and BISHTA (British and Irish Spa and Hot Tub Association) have unveiled their new brand identities, marking a bold step into the future of the UK wet leisure industry.

A modern look for the UK's leading wet leisure associations

Developed in partnership with award-winning digital agency Adtrak, the refreshed logos and visual identity embody the associations' shared commitment to innovation, professionalism and leadership. Members were the first to discover the new look at the British Pool & Hot Tub Conference, where the branding was revealed ahead of its official national launch.

Early access for members

From 15 October 2025, SPATA and BISHTA members are invited to begin using the new logos across their communication materials, including:

  • Websites and digital platforms
  • Vehicle livery and workwear
  • Social media and marketing materials
  • Customer documents and signage

This early access allows members to align with the modernised image of their associations while continuing to uphold the high standards and ethics that define SPATA and BISHTA.

Building momentum for the national launch

While members begin the transition, the current public branding will remain in place until the official launch on 3 February 2026, coinciding with the unveiling of the new SPATA and BISHTA websites at SPATEX 2026 - the UK's premier wet leisure event.

This strategic rollout aims to build momentum and deliver maximum impact at SPATEX, with a unified digital presence and a compelling story for the wider industry.

At the show, visitors can look forward to:

  • A dedicated branding seminar presented by Adtrak, exploring the creative process behind the rebrand.
  • The new visual identity showcased on the Industry Hub stand, offering a central point for engagement.
  • A countdown campaign across social media, featuring member stories and previews of the new websites.
  • Exclusive branded merchandise available to celebrate the launch.

Supporting members through the transition

To help members adopt the new branding with ease, SPATA and BISHTA have made comprehensive support materials available via the online Members Hub. Resources include:

  • Access to logo files and detailed brand guidelines
  • Guidance for updating marketing and customer materials
  • A recording of the October conference presentation
  • Continued support from both associations and the Adtrak team

Keeping consumers and the trade informed

To maintain clarity and confidence among consumers and professionals alike, SPATA and BISHTA have added a dedicated link on their websites explaining the branding evolution. This page presents the new logos and reassures visitors that while the appearance is changing, the values, standards and mission of both associations remain the same.

Looking ahead

The new SPATA and BISHTA branding marks not only a visual refresh but also a clear statement of intent for the years ahead. With the national launch set for SPATEX 2026, both associations are reaffirming their leadership in the wet leisure sector - and empowering their members to move confidently into the future. Let the countdown begin.